E-commerce · Jewellery
Our earrings sell well on reels and then come back as returns.
Fashion jewellery sells on a reel and a price. That is the easy part. The hard part comes later: the cash-on-delivery order refused at the door, the earring that arrives with a stone loose, the plating that fades before the wedding season is over.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Fashion jewellery online is imitation and artificial jewellery, such as kundan, American diamond, oxidised, beaded and gold-plated pieces, sold at low prices to match an outfit or a trend through Instagram, Meesho, Myntra and your own store. GullySales works on what your listings say about weight, plating and care, which orders turn into returns or refusals, and how a buyer who bought once comes back for their next outfit.
Nobody here asks for a hallmark. They ask whether it will match a green saree, whether it is heavy on the ears, and whether it will turn black. Margins are thin, so every return shows up in what you keep.
Last updated 7 Oct 2026. Product, labelling and advertising rules for jewellery differ by product and change. We describe them in general terms, so check the current position with your own adviser or the regulator before you publish a claim.
Who it is for
This is written for you if you sell fashion jewellery online.
- Instagram sellers of kundan, American diamond and oxidised sets
- Brands selling imitation jewellery on Meesho, Myntra, Flipkart and Amazon
- Makers and wholesalers starting to sell straight to buyers online
- Saree and lehenga boutiques that sell jewellery to match
Not for
It is not the right fit if.
- A seller who wants more cash-on-delivery orders without fixing why they come back
- Anyone who wants plated or imitation pieces described as gold or silver
How buyers choose
What decides the sale of fashion jewellery.
The outfit and the occasion
Buyers search by what they will wear it with: earrings for a lehenga, a choker for a silk saree, an oxidised set for a kurta. They want the piece shown on a person in that outfit.
Weight and size on the body
Heavy jhumkas hurt. The buyer wants the weight, the earring length and the choker size before ordering.
Plating, stones and wear
Will the colour fade, will the stones fall out, will it go black with sweat. Reviews with photographs taken after a few outings decide it.
Where sales are lost
What usually goes wrong when you sell fashion jewellery online.
In the words sellers use on the first call.
“Cash-on-delivery orders get refused at the door”
An impulse buyer has cooled off by the time the parcel arrives. You pay shipping both ways on a piece that cost little to make.
“Customers say the earrings were heavier than they thought”
With no weight or length on the listing, the buyer pictured something lighter. The return reason says exactly that.
“Pieces arrive broken”
Kundan and stone-set pieces crack or shed stones in transit when the box was chosen on price alone.
The scope
The work we would propose for fashion jewellery.
Measured on purchases, conversion rate, cost to win a customer, average order value and repeat purchases. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- Listings built on outfit and weightProduct pages that show each piece worn with an outfit, give weight and earring length, and say plainly what the base metal and plating are.
- Creators in your buyers' languagesCreators who wear the pieces with their own sarees and kurtas, briefed to show weight and fit in close-up.
- Confirming cash-on-delivery ordersA WhatsApp confirmation before dispatch, proposed with the tools your store already uses and confirmed in the audit.
Packaging for stone-set pieces
A look at your breakage returns and your current box, with changes proposed for kundan and stone-set designs.
What we do
What you get for fashion jewellery.
Each deliverable and what it is there to change.
A return reason review
Last season's returns sorted into weight, colour, breakage, refusal and change of mind, with a fix proposed for each.
An outfit-led catalogue
Collections grouped by saree, lehenga, kurta and western wear, every piece photographed on a person.
A care and plating note
What the piece is made of, how to store it away from moisture and perfume, and what to expect from the plating with wear.
A cash-on-delivery confirmation message
The wording and the rule for cancelling unconfirmed orders, ready to set up on your platform.
How the result is measured
- Purchases
- Conversion rate
- Customer acquisition cost
- Average order value
- Return rate
- Refused cash-on-delivery orders
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Your store, marketplace and Instagram links
- Return and refusal reasons by product
- Your strongest and weakest sellers from the last sale
- Ad spend by platform and the orders it brought
- Photographs of your packaging
Selling in India and abroad
Selling fashion jewellery beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
Indian occasions abroad
Diaspora buyers in the US, the UK, Canada and the Gulf buy fashion jewellery for weddings, Diwali and Eid, and search in English for the same outfit-led terms. Etsy and your own store are the obvious places to test.
Low value, costly shipping
Shipping abroad can cost more than a single pair of earrings, so sets and bundles make more sense. Duty and returns are checked before you list, starting from any overseas orders you already get.
FAQ
Questions about selling fashion jewellery online.
Not here? More answers, or ask on WhatsApp.
How do I reduce returns on artificial jewellery?
Should I stop offering cash on delivery?
Can I call my jewellery anti-allergic or nickel-free?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
More in Jewellery
Sellers of fashion jewellery also need
Also selling from a shop, a workshop or a warehouse? See the page for jewellery retailers.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your fashion jewellery sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.